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Markteintrittsstrategien bei Innovationen unter besonderer Beruecksichtigung von Preis- und Werbestrategien
Paperback
ISBN13: 9783631741214
Publisher: Peter Lang
Published: Jan 4 2018
Pages: 272
Weight: 0.77
Height: 0.61 Width: 5.83 Depth: 8.27
Language: German
Der Autor untersucht mittels eines kontrolltheoretischen Simulationsmodells das strategische Verhalten neu gegründeter Unternehmen (Innovatoren), die einen Branchenwettbewerb mit etablierten Unternehmen (Imitatoren) erwarten. Als Steuerungsvariablen dienen dem Innovator der Absatzpreis der Produktinnovation und die Werbeausgaben je Periode. Beide Grö en fungieren als Signal für die angebotene Produktqualität und reduzieren in Verbindung mit der interpersonellen Kommunikation die Unsicherheit der potentiellen Konsumenten. Die Untersuchung berücksichtigt verschiedene Marktkonstellationen. Der Imitator kann aus Sicht der potentiellen Konsumenten bekannt oder unbekannt sein. Im Ergebnis werden für den Innovator optimale Preis- und Werbestrategien ermittelt und Handlungsempfehlungen abgeleitet.
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